Now bankrupt, once great grocer A&P is attempting to squeeze every dime out of its assets and will attempt to sell its retail and private brand names. Hilco Streambank, a division of the liquidation company that is working with A&P, announced on Friday that it is seeking bids for six store names – A&P, Pathmark, Waldbaums, Food Basics, SuperFresh, and Best Cellars private brands, including America’s Choice, Woodson & James, Green Way, Jane Parker, Via Roma, and Live Better among others.
“The A&P banners, trademarks, and brands have longstanding and strong recognition by consumers in the Northeast as well as other markets throughout the country,” David Peress, Hilco Streambank’s Executive Vice President, said in a press release. “A&P offers a robust portfolio of private label brands across multiple categories with innovative formulations and labeling, accompanied by rich content including signage, websites, and videos.”
Although A&P has systematically destroyed the value of their retail banner brands, they have a few interesting private brands, which if priced well could be a significant upgrade for retailers existing brands or a easy entry for into new brands. Among them are Italian specialty food brand Via Roma which I included in last years book Fifty2: The My Private Brand project. If the sale comes with all the design and photography assets the brand is one of the best examples of branding in retail. Other interesting opportunities include Green Way and Live Better.
It will be interesting to see what happens to the orphaned brands.